The world’s top 10 spirit brands

5: Jack Daniel’s

Jack Daniel’s put in a strong performance last year, increasing global sales to 10.9 million cases. Its Tennessee Honey variant, released in the UK last year, has grown to become the UK’s number one new spirits launch of the past two years, accruing over 6,000 followers on Twitter.

The first new product from the brand in over a decade, Tennessee Honey was launched to grow the whiskey category by recruiting new consumers into the brand and was supported by a £2m marketing campaign.

The brand’s strong image is upheld by its powerful black-and-white advertising centred on the whiskey’s craft element and its founder, Jasper Newton “Jack” Daniel, born in September 1846. The brand’s upmarket positioning is helped by the premium Gentleman Jack, though the majority of sales centre on Old No.7.